Kuala Lumpur, Malaysia – Creative agency dentsu Malaysia has deepened its partnership with 100PLUS after a competitive pitch, adding creative and social media duties to its remit from October 2025.
The expanded mandate positions dentsu to deliver a fully connected brand experience for 100PLUS across paid, earned, and owned channels, building on its existing role as the brand’s media agency of record since 2024.
Leong Wai Yin, chief marketing officer at F&N Beverages Marketing, said, “100PLUS has always been about inspiring energy and refreshment in the everyday moments that matter. For that, we need a partner that is able to connect strategy, creativity, and technology in a way that keeps us ahead of our consumer expectations.”
“Dentsu stood out with their sharp strategy, deep audience insights, and bold ideation. What excites us most is how their integrated solutions, spanning media, creativity, and social, will allow us to bring these ideas to life in a way that truly drives growth for the 100PLUS in Malaysia,” Yin added.
Rooted in dentsu’s Media++ philosophy, the collaboration redefines media as every consumer touchpoint—fusing creativity, data, and technology to unlock integrated growth.
Audrey Chong, chief executive officer of dentsu Malaysia, said, “100PLUS is a household name that inspires Malaysians to stay active, refreshed, and energised. Our role is to take that powerful legacy and translate it into modern consumer experiences. “
“By extending our partnership, we can bring the best of our creative storytelling, social expertise, and data-driven media solutions to ensure 100PLUS continues to engage audiences in meaningful and relevant ways,” Chong emphasised.
The refreshed partnership aims to keep the 100PLUS brand bubbling with cultural energy and digital relevance.
